Director Hawaiian Airlines Marketing

About the Role

Key Responsibilities

• Establish the three-year brand strategy to grow consideration and drive bookings for Hawaiian Airlines.
• Lead multiple marketing channel strategies including Digital, Out-of-Home (OOH), TV/Video, Social Media, and Influencer marketing.
• Achieve brand and revenue objectives in cost-effective and industry-leading ways in partnership with performance marketing teams.
• Set strategic goals and direction for the team of contributors and external agencies working on brand campaigns, social media, partnerships, and influencer programs.
• Interact routinely with Directors and Managing Directors across Alaska Air Group, including senior leaders and the Chief Commercial Officer.
• Develop strategies to secure Co-op funding from partners and create innovative campaigns to increase awareness and growth of key routes/destinations.
• Bring the brand to life through all touchpoints with innovative and remarkable marketing campaigns.
• Drive social conversations and influencer engagement to reach Hawaiian Airlines' target audience.
• Track and report campaign effectiveness, social media, sponsorships, and develop learning agendas for optimization.
• Manage the budget related to Hawaiian Airlines' brand advertising and social media activities.
• Develop and oversee social media content strategy and activity calendar, ensuring program effectiveness and optimization.
• Protect the Hawaiian Airlines brand interest and act as an external spokesperson when needed.
• Develop and manage a social media influencer strategy to grow advocacy and reach among target audiences.
• Foster team development through performance management, ongoing feedback, talent development, and succession planning.

Requirements

• 8 years of successful integrated marketing experience on the client or agency side.
• A Bachelor's degree, preferably in brand, advertising, marketing, or communications, or an additional two years of relevant experience in lieu of degree.
• 5 years of leadership experience, including at least 2 years directly leading people.
• Experience managing advertising campaigns, social channels, and reporting on campaign performance and ROI.
• Ability to design cohesive marketing strategies across multiple channels and markets.
• Strong collaboration skills with cross-functional peers and senior leaders.
• Ability to think innovatively, challenge conventional wisdom, and drive new best practices.
• Proficiency in leveraging customer feedback, research data, and business metrics for continuous improvement.
• Multitasking skills to manage multiple projects simultaneously across various audiences.
• High school diploma or equivalent, ability and willingness to travel, minimum age of 18, and authorization to work in the U.S.

Nice to Have

• Major consumer brand experience.
• Knowledge of Hawaii, preferably having worked and lived in Hawaii for some time.

Qualifications

• Bachelor's degree in a relevant field or equivalent experience.
• Minimum of 8 years in integrated marketing.
• Leadership experience with at least 2 years managing teams.

Benefits & Perks

• Free stand-by travel privileges on Alaska Airlines & Horizon Air with high priority status.
• Confirmed travel credits provided annually.
• Comprehensive well-being programs including medical, dental, and vision benefits.
• Generous 401k match program.
• Quarterly and annual bonus plans.
• Generous holiday and paid time off.